{"id":148216,"date":"2026-05-19T09:37:37","date_gmt":"2026-05-19T07:37:37","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=148216"},"modified":"2026-05-19T09:37:39","modified_gmt":"2026-05-19T07:37:39","slug":"zalando-conclut-un-partenariat-de-cinq-ans-avec-la-federation-belge-de-football","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/zalando-conclut-un-partenariat-de-cinq-ans-avec-la-federation-belge-de-football\/","title":{"rendered":"Zalando conclut un partenariat de cinq ans avec la F\u00e9d\u00e9ration belge de football"},"content":{"rendered":"\n<p>La plateforme de mode <strong>Zalando <\/strong>devient le partenaire commercial de l\u2019Union Royale Belge des Soci\u00e9t\u00e9s de Football-Association (URBSFA) pour les cinq prochaines ann\u00e9es. L&rsquo;entreprise a sign\u00e9 un accord valable jusqu&rsquo;\u00e0 fin 2030, ce qui lui assure une place de choix aux c\u00f4t\u00e9s des Diables Rouges, des Red Flames et des \u00e9quipes de jeunes belges.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Moments de d\u00e9fil\u00e9<\/h2>\n\n\n\n<p>La collaboration d\u00e9bute par une campagne nationale sous le slogan \u00ab The Devil is in all of us \u00bb. Kevin De Bruyne, Romelu Lukaku, Amadou Onana et J\u00e9r\u00e9my Doku, entre autres, y jouent un r\u00f4le de premier plan. Selon Zalando, la campagne s\u2019articule autour de la mentalit\u00e9 \u00ab daredevil \u00bb belge et du lien entre le football, la mode et l\u2019expression de soi.<\/p>\n\n\n\n<p>Un \u00e9l\u00e9ment marquant du contrat sera le \u00ab Zalando Arrival Moment \u00bb. L\u2019arriv\u00e9e des joueurs au centre d\u2019entra\u00eenement de l\u2019URBSFA \u00e0 Tubize sera d\u00e9sormais associ\u00e9e \u00e0 la marque Zalando. L\u2019entreprise souhaite ainsi transformer le trajet des joueurs vers les vestiaires en un moment de mode visible, \u00e0 l\u2019instar de l\u2019attention port\u00e9e aux tenues des joueurs dans les grandes comp\u00e9titions sportives internationales. Zalando exploitera \u00e9galement commercialement certaines tenues via sa boutique en ligne et son application.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L&rsquo;offre sportive \u00e0 l&rsquo;honneur<\/h2>\n\n\n\n<p>James Rothwell, vice-pr\u00e9sident senior du marketing chez Zalando, qualifie le football de \u00ab l\u2019un des moments culturels les plus influents en Europe \u00bb. Il d\u00e9clare : \u00ab Ce partenariat soutient notre strat\u00e9gie visant \u00e0 devenir la destination de r\u00e9f\u00e9rence en Europe pour le sport et le lifestyle. \u00bb Selon Rothwell, Zalando constate une croissance soutenue de l\u2019int\u00e9r\u00eat pour les marques de sport sur sa plateforme.<\/p>\n\n\n\n<p>Pour l\u2019URBSFA, ce partenariat marque une extension de sa strat\u00e9gie commerciale au-del\u00e0 du sponsoring sportif classique. Le PDG Peter Willems affirme que Zalando apporte \u00ab une envergure et une expertise en mati\u00e8re d\u2019engagement \u00bb et peut ainsi aider \u00e0 \u00ab rester en contact avec les fans 365 jours par an \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Contenu pendant la Coupe du monde<\/h2>\n\n\n\n<p>Outre une visibilit\u00e9 dans les stades et sur les canaux m\u00e9diatiques, Zalando obtient \u00e9galement des droits d\u2019activation exclusifs. Pendant la Coupe du monde de football, l\u2019entreprise produira depuis Seattle du contenu en direct autour de l\u2019\u00e9quipe nationale belge. De plus, les membres du programme de fid\u00e9lit\u00e9 Zalando Plus auront acc\u00e8s \u00e0 des billets exclusifs, des maillots d\u00e9dicac\u00e9s et d\u2019autres exp\u00e9riences r\u00e9serv\u00e9es aux fans.<\/p>\n\n\n\n<p>Ce partenariat s&rsquo;inscrit dans une strat\u00e9gie plus large visant \u00e0 \u00e9largir l&rsquo;offre sportive de Zalando : ces derni\u00e8res ann\u00e9es, le groupe a renforc\u00e9 ses investissements dans des cat\u00e9gories telles que le football, la course \u00e0 pied et le cyclisme, et cherche de plus en plus \u00e0 se d\u00e9marquer en combinant mode, sport et divertissement.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La plateforme de mode Zalando deviendra partenaire commercial de l&rsquo;Union royale belge de football (URBF) pour les cinq prochaines ann\u00e9es. L&rsquo;entreprise a sign\u00e9 un accord valable jusqu&rsquo;\u00e0 fin 2030, ce qui lui assurera une place de choix aux c\u00f4t\u00e9s des Diables Rouges, des Red Flames et des \u00e9quipes de jeunes belges.<\/p>\n","protected":false},"author":5,"featured_media":148217,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[770],"people":[],"extra":[],"company":[287],"topic":[488],"region":[226],"class_list":{"0":"post-148216","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"tag-sportmode","10":"company-zalando","11":"topic-marketing","12":"region-belgique"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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